In collaboration with global esports organization Gen.G, Bumble is sponsoring an all-female Fortnite team with the aim of elevating professional female players. Although almost half of all gamers are women, they continue to be underserved, giving brands an opportunity to provide support.

Fortnite’s World Cup Final saw gamers from around the world battle it out for a share of $30 million in prize money. The high-profile event exemplified how gaming has evolved from a niche hobby into a legitimate profession with an invested audience, giving brands a chance to get in on the action.

Predominantly found on TikTok, e-girls are redefining what it means to be a female gamer, tackling the prejudice this community faces with weird, self-aware, and ironic humor. How exactly did this subculture arise, and what can these girls teach brands about Gen Z’s favorite new social platform?

Best known for its vibrant settings and gratuitous violence, Grand Theft Auto V has been given a new lease on life online. A single mod has turned it into a community-led RPG that has as many spectators as it does players, demonstrating how open gaming worlds can foster large-scale collaboration.